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HOSP6035 - Principles of Hospitality Mtkg

Title:Principles of Hospitality Mtkg
Long Title:Principles of Hospitality Mtkg
Module Code:HOSP6035
Duration:1 Semester
Credits: 5
NFQ Level:Fundamental
Field of Study: Hospitality
Valid From: Semester 1 - 2018/19 ( September 2018 )
Module Delivered in 4 programme(s)
Module Coordinator: Noel Murray
Module Description: This module further develops the principles of marketing with application to the hospitality sector focusing on the elements of marketing required to operate in a hospitality business environment.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Define segmentation, targeting and positioning within the hospitality industry
LO2 Develop and conceptualise marketing research
LO3 Classify the factors that affect consumer behaviour in the hospitality market
LO4 Discuss the role and importance of internal and relationship marketing in service delivery.
LO5 Identify the factors that impact the servicescape and its implications to hospitality service delivery
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

11472 HOSP6034 Intro to Hospitality Marketing
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Marketing research
Sources of data, Marketing research process - developing the research plan, questionnaire design, sampling,data collection, presentation and interpretation of findings.
Consumer Behaviour
Factors that influence consumer behaviour, Consumer behaviour models, Understanding Hospitality Consumers, demographic trends and patterns,Consumer Decision making process, Consumer Behaviour in service encounters, Customer satisfaction, service failures and recovery strategies.
Segmenting, Targeting and Positioning services in a competitive market
Market segmentation, variables for segmentation, role of positioning in marketing strategy. Target marketing, Positioning the product service mix, positioning for competitive advantage.
Physical Evidence
The role of the servicescape - shaping customer experiences and behaviour, Dimensions of the service environment, ambient conditions, aesthetics and their impact on the service encounter.
People and Process
The role of the Customer and Employees in the delivery of service provision, Customer interaction in service provision, The role of Internal marketing and relationship marketing.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Short Answer Questions In class test 1,2 30.0 Week 5
Project project related to the application of marketing concepts 1,2,5 30.0 Week 11
Short Answer Questions In class test comprising of short and medium answer style questions covering all topics. 1,3,4,5 40.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Theory and application of marketing principles in a hospitality industry context. 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Independent study 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Independent & Directed Learning (Non-contact) Self Directed Learning 4.0 Every Week 4.00
Lecture Theory 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00

Module Resources

Recommended Book Resources
  • Kotler P, J Bowen & J Makens 2013, Marketing for Hospitality and Tourism, 6th Ed., Pearson Education New Jersey [ISBN: 0132017733]
Recommended Article/Paper Resources
  • Cornell Hospitality Quarterly [ISSN: 1938 9663]
  • International Journal of Hospitality Management [ISSN: 0278 4319]
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_OBARM_7 Bachelor of Business in Beverage Industry Management 4 Mandatory
CR_OCULA_7 Bachelor of Business in Culinary Arts 4 Mandatory
CR_OHCMA_7 Bachelor of Business in Hospitality Management 4 Mandatory
CR_OHCMA_6 Higher Certificate in Business in Hospitality Management 4 Mandatory

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